Beverage giant Starbucks is continuing to use mobile and social media to increase in-store traffic and drive awareness for its latest campaign.

The company has partnered with foursquare on its latest initiative. The campaign boosts awareness for the RED initiative that aims to fight AIDS.

“Starbucks is wise to partner with foursquare,” said Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston. “These consumers tell Starbucks they were there, by checking in and location data confirms it.

“This is likely worth a $1 contribution, since foursquare is likely sharing user data with Starbucks,” he said. “While it makes consumers feel good – and is a good cause – the upside is that Starbucks gains visibility to those consumers who might not yet be using the Starbucks mobile app for payments.”

Mr. Wilson is not affiliated with Starbucks. He commented based on his expertise on the subject.